第1章 調査範囲

第2章 市場実績

ブラジル

主要ブランド

流通構造

極めて地域的な市場

プレミアム開発

RTDの成長

競合

国際市場

米国

チリ

ドイツ

ポルトガル

スペイン

フランス

英国

イタリア

トラベルリテール

図表

目次

Product Code: 142743

Abstract

Report Description

Cachaca is the ninth-largest global spirits category at 82.67m nine-litre
cases, deriving the vast majority of this volume from the domestic market,
selling some 81.8m cases in Brazil in 2011. It has been widely tipped as the
next big international spirits category. Much of that enthusiasm is based on
potential, rather than actual, international performance to date. With Brazil
scheduled to host both the Football World Cup in 2014 and the Summer Olympics
in Rio in 2016, there has possibly never been a better time to build global
awareness around the national spirit.

Campari managing director, South America Paolo Perego says: "We have been
hearing for a number of years that cachaca is going to be the next hot
category. There are some interesting things happening in export markets,
although it is very difficult to forecast an explosion. Today we are operating
in the reality that 98% of the volumes are consumed in Brazil. Maybe exports
will eventually grow to 3%, 4% or 5% of total volume, but that is in the
future. Today it is about Brazil."

Leblon's Luttmann sees parallels between cachaca and other rapidly
internationalising categories. "Right now, cachaca is where Tequila was 15-20
years ago, and rum nearly 50 years ago. It's exotic, Latin, and a versatile
white spirit. Like Tequila's margarita, there is a signature cocktail, the
caipirinha, and most importantly, there is an aspirational culture and
destination behind the spirit."

The question is why has cachaca made such little headway in export markets?
More importantly, are the conditions for international success present and is
cachaca finally poised for an international breakthrough?

This latest edition of just-drinks' and IWSR's unique review of the category
aims to answer these questions and more, containing latest 2011-actual market
consumption volumes by brand, domestic and export data and forecasted
consumption.

Including analysis by The IWSR and interviews with the leading players, this
report is the only complete research available for this fascinating spirits
category with potentially huge international growth.